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Intégrer les sites web dans les stratégies: concept et modèle

Author

Listed:
  • Marie-Christine Longe Monnoyer

    (Céres - UR Céres (Culture, Éthique, Religion Et Société) - ICT - Institut Catholique de Toulouse)

  • Catherine Lapassouse Madrid

    (Université Montesquieu - Bordeaux 4)

Abstract

Some firm's observations lead The authors to formulate a new conceptual frame to analyse how firms can shape their strategy and their marketing analysis according to their web site. From there, they propose a model which helps managers to understand how deep the integration goes S'appuyant sur les principales avancées conceptuelles portant sur l'intégration des TIC dans le domaine de la réflexion stratégique et de la démarche marketing, en sur de nombreuses analyses terrain, les auteures ont défini un cadre conceptuel synthétique relatif à l'intégration d'un site web dans l'organisation et la stratégie commerciale d'une entreprise. Cette démarche leur permet de proposer un modèle d'analyse de cette intégration qui permet aux managers de prendre la mesure des qualités ou des faiblesses de cette intégration dans leur entreprise. .

Suggested Citation

  • Marie-Christine Longe Monnoyer & Catherine Lapassouse Madrid, 2007. "Intégrer les sites web dans les stratégies: concept et modèle," Post-Print hal-02616697, HAL.
    • Handle: RePEc:hal:journl:hal-02616697
    DOI: 10.3166/rfg.173.145-155
    Note: View the original document on HAL open archive server: https://hal.science/hal-02616697
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